For TrueDialog, the Austin-based provider of enterprise-grade SMS messaging, growth isn’t just about adding customers—it’s about scaling the right way. This week, the company doubled down on that strategy by promoting Amanda McGuckin Hager to the dual role of Chief Marketing Officer and Chief Revenue Officer.

It’s a move that underscores the convergence of marketing and revenue operations in B2B tech, where brand building and bottom-line impact are increasingly inseparable.

A Seasoned Operator Steps Up

McGuckin Hager isn’t new to the C-suite. She joined TrueDialog in 2024 as CMO, quickly building high-performing teams and aligning go-to-market strategies for traction. Her résumé spans 25 years and both worlds: enterprise heavyweights like Dell, Rackspace, and SolarWinds, as well as venture-backed startups such as BlackLocus, Infochimps, and YouEarnedIt.

In short: she’s equally comfortable steering billion-dollar companies and scrappy scale-ups.

CEO John Wright summed it up plainly: “Amanda has made an incredibly positive impact in the 12 months since she joined. She knows how to align sales and marketing for rapid and sustainable success.”

That alignment is increasingly a competitive differentiator in martech—especially for companies like TrueDialog that operate in the crowded SMS and mobile engagement space, where customer acquisition costs can balloon without tight sales-marketing coordination.

Why the Dual Role Matters

The CMO-CRO hybrid role is gaining traction across B2B SaaS and martech firms. For companies competing in saturated categories—SMS marketing platforms, chatbots, and conversational AI—splitting marketing from revenue strategy can create silos. TrueDialog’s move puts McGuckin Hager at the center of end-to-end execution: from pipeline generation to closing deals to sustaining customer value.

It’s not just title inflation. As SMS continues to be one of the most direct, high-engagement channels in enterprise communication, the stakes are high. A fragmented go-to-market motion could mean missed opportunities in a market that’s increasingly about scale, security, and deliverability.

McGuckin Hager herself framed it in customer terms: “I relate to the need for TrueDialog to ensure that text messages are being delivered successfully, securely, and at scale.”

A Company on the Move

TrueDialog isn’t promoting in a vacuum—it’s been racking up wins across industry recognition lists:

• MarTech Breakthrough Awards 2025: Best Overall Conversational Marketing Company

• Digiday Technology Awards Finalist: Best Mobile Marketing Platform

• G2 Leader: Grid Leader and Momentum Leader in SMS Marketing

• Inc. 5000 Debut: One of America’s Fastest-Growing Private Companies

For a company competing with bigger names like Twilio, Sinch, and Bandwidth, these accolades provide proof points that TrueDialog is holding its ground—and carving out a reputation for customer-centric, enterprise-ready messaging.

New Leadership Bench Strength

The leadership shuffle doesn’t stop with McGuckin Hager. TrueDialog also announced three senior hires aimed at strengthening execution across customer success, marketing, and sales:

• Becky Banasik, VP of Customer Success (ex-TrendKite, DOSH)

• Erica Lanyon, VP of Marketing (ex-SailPoint, Eloqua, PlanView, SourceDay)

• Marc Vallido, Sales Leader (ex-8x8, Indeed, Rev.com)

Taken together, these appointments suggest a company gearing up not just for growth, but for scale. In enterprise SMS—where volume, compliance, and reliability separate the winners from the rest—that matters.

The Bigger Picture

The timing is significant. As enterprises reevaluate their customer engagement stacks, SMS remains a non-negotiable channel. Email still dominates for reach, but text messaging carries unmatched immediacy, often clocking open rates north of 90%.

That puts TrueDialog in a position to capitalize—but also under pressure to keep up with larger rivals that are layering AI, omnichannel orchestration, and compliance tooling into their platforms. The CMO-CRO appointment signals TrueDialog’s intent to punch above its weight by integrating growth strategy under one leader who knows both marketing psychology and revenue mechanics.

The takeaway: this isn’t just about promoting a proven leader. It’s about restructuring for the next chapter of martech, where speed, security, and unified execution will decide who wins in the noisy world of business-to-consumer messaging.

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